Over-hyping things tends to do a lot of damage to AMD and for some reason Intel and nVidia don't suffer from it. Remember everyone saying that bulldozer was an "Intel killer", or more recently that Fury X was a "980ti killer"? When reality struck, AMD got a lot of really bad press because people were so disappointed because they bought into the hype and there was no way for AMD to deliver.
The hype can be fun, but have to keep it in check. Otherwise, the 480, which by all indications will be a beast at it's MSRP, will suffer the same fate. It's only 2 more weeks and the most reliable source, AMD themselves, was showing around 970/390 performance. I'll stick with that until we have independent benchmarks to show what it can really do.